1. Institucional Repository Insper
  2. Working Paper
  3. Coleção de Working Papers
  4. The effectiveness of a multi-channel marketing approach for relationship management: a study in the context of private pension plans
Please use this identifier to cite or link to this item: https://repositorio.insper.edu.br/handle/11224/3878
Full metadata record
DC FieldValueLanguage
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.date.accessioned2022-08-05T17:37:21Z-
dc.date.available2022-08-05T17:37:21Z-
dc.date.issued2016-
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/3878-
dc.description.abstractThe relational approach is based on a model that uses multiple marketing channels and services to promote contacts between the customer and the firm. But to which extent do firms benefit from using multiple marketing channels with their customers? This study aims to understand the effectiveness of adopting a multi-channel approach. This effectiveness is measured with the impact on customer lifetime value (CLV). We argue that not all marketing channels have a significant, positive effect on customer value, and that when it is significant, that effect is moderated by the customer time of permanence in the firm, and by the amount of products held by the customer. We find that not all channels have a positive and significant effect over CLV, and thus, firms may want to re-consider the allocation of resources to some of the used channels. We also confirm the moderating effect of the considerable variables for some of the channels. This research contributes to marketing theory in the sense that it shows that not all marketing channels have a significant impact over customer value. It also provides an insightful way of categorizing marketing channels, distinguishing between push and pull channels. In managerial terms, results indicate that marketing managers can enhance customer value, redefining marketing strategies and relationships through the provision and activation of multiple contact channels with customers, yet properly selected as not all channels have a positive impact on CLV.pt_BR
dc.format.extent20 p.pt_BR
dc.format.mediumDigitalpt_BR
dc.language.isoInglêspt_BR
dc.subjectMulti-channel marketing approachpt_BR
dc.subjectCustomer lifetime valuept_BR
dc.subjectRelationshipspt_BR
dc.titleThe effectiveness of a multi-channel marketing approach for relationship management: a study in the context of private pension planspt_BR
dc.typeWorking Paperpt_BR
dc.subject.cnpqCiências Sociais Aplicadaspt_BR
dc.relation.eventoSummer Conference of the American Marketing Association, 2016-
dc.contributor.autorRamos, Carla Sofia Dias Moreira-
dc.contributor.autorClaro, Danny Pimentel-
dc.contributor.autorBortoluzzo, Adriana Bruscato-
dc.contributor.autorBarros, C.-
dc.coverage.paisNão Informadopt_BR
dc.coverage.cidades.l.pt_BR
dc.subject.capesCiências Sociais Aplicadaspt_BR
Appears in Collections:Coleção de Working Papers

Files in This Item:
File Description SizeFormat 
R_Evento_2016_The effectiveness of a multi-channel marketing_TC_WP.pdfR_Evento_2016_The effectiveness of a multi-channel marketing_TC_WP340.14 kBAdobe PDFView/Open
Show simple item record Recommend this item

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.